CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
How many of us out there are losing out on a second chance to sell the job? You would be surprised what a Thank You letter with a coupon can do for your business 10 to 20 days after the customer has visited your store. I have been using these declined services letters for quite some time now. Currently we are averaging over $250 per RO with the system we have in place. I have used many vendors to send the letters. I also have tried it internally, but not with much success.
Recently we have expanded the process using an email and a letter. I would imagine it will all be email in no time. My first question to all of you is, what works best for you? Are you using key words, labor ops or do you just have someone sorting through your ROs and pulling the clients out manually? Also, what are your road blocks? My personal one is getting my advisors to input the correct key words on a regular basis. Yes, we all know that is how they get paid, but you know what I’m talking about.
Another key point is, how are you tracking them and what is their percentages of return, or should I say success? Mine vary from 3% all the way up to a 23% success rate. Yes, 166 ROs written and 38 of them returned to get the work completed at a later date! By the way, he is averaging over $450 per declined service! One last thing, when is the best time to send the Thank You letter with the coupon? Maybe the timing wasn’t good for the customer when you told them they needed brakes, but pay day is right around the corner, bam! A letter or email with a coupon shows up around the 15th or 30th. Whatever the process, this is one thing every service department should be doing! I would love to hear your comments, challenges and successes. Like I tell my used car manager when he declines repairs on reconditioning, “it’s always better for me when I get my second chance at your money!”